Thursday, March 17, 2005

new fashion trend: Ruehl

I went to this new store concept called Reuhl a couple weeks ago at the Garden state mall in NJ. They clothes were a good blend of business casual and fashion...not too chic but not too casual. The inside design of the store is sophisticated and you almost feel like you have broken into someone's beautiful home with its high ceilings, rich wooden floors, long dimly lit corridors, balconies, "old mansion" library style walls, and the dark middle hallway with stairs leading to the entrance.

My wife's been trying to get me to dress less 'uptight', and I found this store to be perfect to get me to dress more stylish. Ruehl is owned by Abercrombie and Fitch and Hollister, but you wouldn't know it. I asked the sales person who didn't want to admit it at first. "Shhh, don't tell anyone," she says. But the whole experience is similar to A&F, just more sophisticated.

If you haven't been to one of these A&F-type stores lately, its super popular with the younger age group. Ruehl is targeting 20-30 year olds, and it seems like the post-college/ young professional crowd is into it. I think this store concept of creating an experience will catch on if not already. That company "gets it."

Maybe I'll actually look stylish now.

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